This is the first of several Eden initiatives to contribute to the understanding of the unique needs and behavior of the region’s EMC consumers. It is the first survey of its kind that reveals their earning, saving, and spending behavior; their hopes, fears, possessions, material attachments, and aspirations.

Eden is subsequently convening a series of in-depth market immersion and joint innovation labs to facilitate bring best-of-breed partnerships to develop and fulfill the promise of Asia’s Emerging Middle Class, and is extending an open invitation for expressions of interests from multinational companies.

The Wall Street Journal weighs in on the interesting highlights from the survey.

About Eden Strategy Institute
Eden Strategy Institute is Asia’s leader in Social Innovation. Its distinctive approach to sustainable advantage helps leading global corporations, governments, and non-profit organizations design new growth platforms, operations, products, and services, and align them with market forces and developmental opportunities. Eden has helped bring disruptive innovations that generate financial value from creating social impact, such as in the areas of public service transformation, healthcare, education, shared value business models, and opportunities for the emerging middle class.